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The purpose of this article is to provide a description of the project ProSeBiCA, carried out in order to adapt the marketing research tool conjoint analysis for the development of future library services. The paper describes the methodical approach, and provides an overview of the results gained by several user surveys.

The methodical approach includes the use of adaptive conjoint analysis (ACA) and choice‐based conjoint analysis (CBC).

Conjoint analysis is an appropriate tool for the strategic development of library services. It provides detailed results by identifying users' preferences towards concrete services, and allows to deduce general statements about future trends for library services.

Future plans include cooperation with the Sheridan Libraries at Johns Hopkins University (Baltimore, Maryland), the Association of Research Libraries (ARL), and other interested partners in order to adapt the ProSeBiCA framework for US libraries and to integrate techniques used by the partners (CAPM, LibQUAL+^TM). The extension of conjoint analysis to the evaluation of services for a fee will be an additional area of research.

Service orientation in libraries can be based on a systematic approach. Depending on local circumstances, interested libraries can improve their service orientation in different ways, either by discussing the results of the analysis made in this project or by using the Conjoint Analysis questionnaire for a survey in their institutions.

The paper describes the current status and provides the latest results of ProSeBiCA. It is of interest to library managers and marketing researchers.

This study aims to examine the environmental attributes relevant to older people's preferences for neighbourhood open spaces. It also aims to explore the association between the relative importance of different environmental attributes and personal and social characteristics in a sample of older people covering a range of geographic locations in the UK.

Choice‐based conjoint analysis (CBC) was used to obtain responses from a sample of 237 older people (60 years +) living in the UK. A total of 13 environmental attributes were identified from earlier qualitative and quantitative studies. Participants were asked to choose a preferred park from a pair of hypothetical neighbourhood parks differing on four of the attributes presented in a questionnaire. The questionnaire included 14 such tasks.

The results suggest that older people preferred a neighbourhood park which is without nuisance, has cafes and toilets, many trees and plants, light traffic en route, wildlife to watch, and is well maintained. Analyses also reveal that whether or not people live alone, and their functional capabilities in getting around, make a difference in the way they place importance on attributes.

The findings can assist those involved in designing and managing outdoor environments to identify salient environmental attributes and prioritise interventions aimed at improving access to, and use of, outdoor spaces for older adults. The approach aids understanding of what is likely to maximise preference and use of open spaces in different segments of the older population.

Conjoint analysis procedures are some of the best tools available for determining importance or relative value of attributes of complex environments from the user point of view. The CBC analysis has been employed for the first time in this study to explore the relative importance of such attributes of open spaces for older adults.

This study aims to help understand individual donors’ preferences over different designs of humanitarian–business partnerships in managing humanitarian operations and to help understand if donors’ preferences align with their actual donation behavior.

Choice-based conjoint analysis was used to understand donation preferences for partnership designs, and a donation experiment was performed using real money to understand the alignment of donors’ preferences with actual donation behavior.

The results show that partnering with the business sector can be a valuable asset for humanitarian organizations in attracting individual donors if these partnerships are managed well in terms of partnership strategy, partnership history and partnership report and disclosure. In particular, the study finds that the donation of services and products from businesses corporations to humanitarian organizations are preferable to individual donors, rather than cash. Furthermore, donors’ preferences are not necessarily aligned with actual donation behavior.

The results highlight the importance of presenting objective data on projects to individual donors. The results also show that donors value the provision of services and products by business corporations to humanitarian operations.

Partnerships between humanitarian organizations and business corporations are important for the success of humanitarian operations. However, little is known about which partnership designs are most preferable to individual donors and have the biggest chance of being supported financially.

This research draws upon decision-making theory to study job choice decisions. Past studies measured job choice as a single-stage, compositional process addressing the weights and part-worth utilities of a selected number of job and organizational attributes. However, the presence of noncompensatory attributes and whether the utilities and weights attached to the attributes vary among applicants have not been addressed. The authors posit that a conjoint analysis is an accurate methodological technique to explain job choice and overcome these limitations.

Using a random sample of 571 participants, we conducted an adaptive choice-based conjoint analysis to estimate the weighted utilities of eight employer attributes and a cluster analysis to identify differences in preferences among employee profiles.

The results reveal that the use of the conjoint technique contributes to the literature in two ways. First, the results demonstrate the relevance of nonnegotiable attributes in the design of job offers. The results show that Salary, Flexibility and Ethics serve as cutoff points. Second, the results highlight the importance of considering the latent preferences of applicants in crafting effective job offers and adequately segmenting job applicants. More specifically, the following three groups are identified: Career-seeking applicants, Sustainability-oriented applicants and Pragmatic applicants.

The managerial implications of this study are relevant for HR and employer brand managers since a better understanding of the job-choice process and implementing a decompositional method to understand applicants' preferences could allow firms to provide more customized and relevant job offers to employees of interest.

This study concludes that to implement efficient employer-attraction branding strategies, employers should understand the attributes considered noncompensatory by their employee target audience, promote the most valued/important attributes to ensure that job offers are customized to fit employees' underlying preferences, and devise trade-off strategies among compensatory attributes.

The purpose of the study was to discover the relative importance of influencing factors toward booking a cruise vacation. Based on a review of literature, this study focused on exploring the relative importance of six influential factors in cruise customers’ decision-making process: cruise vacation price, cruise duration, distance from the cruise port, itineraries, environmental friendliness of cruise line and cruise online reviews.

The complexity of cruise customers’ decision-making process for involving these six attributes with several levels was examined with choice-based conjoint (CBC) analysis. CBC was selected due to its realistic approach to purchase decisions, in the form of trade-offs. The online survey collected data anonymously. The survey was distributed through Amazon’s Mechanical Turk (Mturk) platform. The sample consisted of 450 cruise customers, who had experienced a cruise vacation before.

The findings of the study showed that online reviews were the most influential attribute for cruise customers in their cruise decision, followed very closely by the environmental friendliness of the cruise line. The next influential factor was the duration of the cruise vacation, which was followed by distance from the cruise port, cruise itinerary and cruise vacation price. The best and the worst cruise vacation profiles were generated based on the CBC analysis.

The findings of this study provide some insights with regard to cruise customers’ importance about influencing factors when deciding on a cruise vacation.

The research provides insides in understanding the influential factors at the last stage of cruise customers’ decision-making process. In this regard, cruise industry can pay more attention in promoting the attributes of a cruise offer as influential factors. Additionally, the findings of this study contribute to the general knowledge about cruise customers’ decision-making process.

The purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the commercial sector in Malaysia is, at 33.2 per cent, the highest after the industry sector, at 45.1 per cent. The country’s progress in actively practising energy conservation is lacking, despite various energy conservation programmes having been launched in recent years. A large amount of energy is wasted by users’ poor energy conservation behaviour. To market voluntary energy conservation behaviour, the delivery of energy conservation messages using the appropriate communication channels remains an important strategy.

This paper involves two-stage data collection. The communication categories associated with a set of channels identified from expert interview serve as the basis for the second stage of empirical data gathering using conjoint analysis. A choice-based conjoint analysis assisted by Sawtooth Software is used to analyse the 525 usable empirical data gathered from a final questionnaire survey among the office building users in Malaysia.

This paper has identified five communication categories associated with a total of 19 channels. The mass media is acknowledged as the most preferred communication channel among office building users in the marketing of energy conservation behaviour, while the least preferred channel to communicate energy conservation information is audio-visual media.

This study contributes to existing literature with a novel case in Malaysia office building by identifying the preferred combination of communication channels in fostering energy conservation behaviour. The findings could benefit the building managers in marketing energy conservation behaviour among office building users to effectively achieve the desired change for sustainable development.

In the real estate industry, as well as in other mature markets, producers seek to improve their comparative advantage by correctly addressing the needs and expectations of future users; when projects involve public financial investment (e.g. public/private partnerships), such participation may help to legitimate resource allocation. In this respect few quantitative approaches, affiliated to the study of demand, are able to evaluate the trade‐off that is given between the preferences of individuals when they are faced to choose a single alternative, as is usual in real estate and urban projects. The purpose of this paper is to report the initial results of a research study with the objective of investigating the extent to which techniques used in the design of goods and services could be used to consider future users' preferences on the design processes of real estate developments, such as those promoted by public‐private partnerships in which the inclusion of people's opinion become central for commercial and political reasons.

This article seeks to evaluate the extent to which conjoint analysis, a technique affiliated with designing goods and services through future user/consumer participation, may be used as a support tool in making real estate decisions. This method, born out of the field of marketing analysis, is based on choice experiments and the results are analyzed with conventional multinomial regression models, and can be rooted in “characteristics theory of value” and “behaviorism”.

The results suggest that although this method is helpful in finding the relative relevance of each of the attributes in the projects evaluated, it is not sufficiently clear to: determine the attributes to evaluate; understand the deep reasons motivating preferences; or anticipate future needs that go unnoticed by potential users/buyers in their everyday perceptions. Therefore, this technique is far superior to typical evaluation surveys on independent attributes. However, it is insufficient in the context of intrinsically complex processes.

Although intensively used in the design of short‐life consumption services and products, conjoint analysis has been scarcely used on long‐life goods such as urban premises; in this article this technique is used for first time in the framework of a type of public/private brownfield redevelopment project in Catalonia.

The purpose of this paper is to investigate how need for cognition (NFC), a personality trait, influenced the way consumers used information about product components in forming overall evaluations of motor vehicles.

The study used interviews from a convenience sample of 445 visitors to a motor vehicle show over a three‐day period using a choice‐based conjoint analysis study design.

The NFC scale used in this study focused on abstract thinking. Results showed that consumers' responses to components from different countries changed their overall purchase intentions, and nationalism appeared to play a strong role in consumer attitudes to components. Consumers exhibiting high levels of NFC were more engaged in more complex assessment of the country of origin (COO) cue in their product evaluation than those who have less NFC.

Manufacturers sourcing components from low labour cost countries need to be cautious. Even trusted brands may be sullied by components sourced from countries with negative stereotypes.

Research on product component systems and the use of choice‐based conjoint analysis in this context are novel contributions to COO research.

The purpose of the study was to examine the relative importance of corporate social and environmental responsibility (CSER) in comparison to standard, price, duration, destination, brand and disruption using choice-based conjoint analysis (CBC).

CBC was used as the data collection survey technique, and counts analysis for preference and hierarchical Bayes estimation (HB) for importance levels data analysis methods, from Sawtooth Software Inc.

Results show that 2:1 Royal Caribbean Cruise Line cruise consumers prefer companies with CSER policies and practices. However, their actual product choice selection of cruise package attributes revealed that consumers overall placed less importance on CSER when choosing cruises. Experienced consumers were more brand image-conscious than those new to cruising, and consumers who were less price-sensitive were most willing to choose companies with CSER policies and practices.

The information provided is specifically on “what” cruise consumer preferences and importance attributes are but does not explicitly explain “why” the respondents made the choices they did. This was at the time a limitation of the software used to conduct the study.

The Conjoint Analysis CBC Sawtooth Software pre-2014 version choice simulators do not facilitate questions that provide answers as to “why” respondents make the choices they do in the market simulations.

The knowledge contribution is of value to both academia and industry, as the quantitative statistical data on the cruise consumers’ choice preferences are of value in understanding and identifying solutions/approaches towards “opening the bottleneck” that exists between private sector sustainable development practices and consumer lifestyle changes.

This was the first time that CBC/HB was applied within academia to examine the cruise consumers’ choice preferences in a UK context and also the first time that CSER was applied as a direct variable in a cruise package to determine the preference and important values of a brand in a consumer behaviour decision-making context.

The purpose of this paper is to investigate the influence of price attribute framing and factors such as urgency and perceived price fairness on customer willingness to pay (WTP) in automated retail settings.

The authors conducted two sets of quasi-experimental scenarios surrounding vending-machine purchase decisions. The first set was analyzed with MANOVA, the second set with choice-based conjoint (CBC) analysis.

When prices are framed positively (as a discount), customer WTP is higher at high published price levels than it is for unframed or negatively framed prices. The effect on WTP holds whether the reference price range is broad (few large increments) or narrow (numerous small increments). In the CBC scenarios, immediate availability of the product was most influential on choice, followed by price and brand effects. These findings held under conditions invoking both urgency and price fairness. Providing an explanation for higher prices increases perceived price fairness.

Further study might assess the presence or absence of interaction effects in the conjoint scenarios.

Managers should consider transparency in dynamic pricing, particularly when the price change is outside the control of the firm. The conjoint scenario results also offer evidence that dynamic pricing will not impact other marketing-mix decisions for fast-moving consumer goods (FMCG) dramatically (availability at point of purchase and presence in the consumer consideration set remain strong influences on choice).

Understanding these effects on WTP could help managers manage perceptions of unfairness and optimize WTP.

A theoretical contribution from this study is that the immediate loss/gain consideration under theories of decision making under uncertainty outweigh considerations such as scarcity urgency or perceived unfairness. Use of conjoint analysis in WTP research, study of dynamic pricing in FMCG setting.